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Social Media as part of Online-Marketing-Mix : Webpresence of one premium brand (Rolex) and non-premium brand (Swatch) in the social network Facebook

机译：社交媒体作为在线营销组合的一部分：社交网络Facebook中的一个高级品牌（劳力士）和非高端品牌（斯沃琪）的Webpresence

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Maxis Meike;
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年度 2012
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1. A Review of Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks) [J] . Courtney D. Gibson Journal of Applied Communications . 2013,第1期

机译：社交媒体评论：如何取悦客户，创建不可抗拒的品牌并在Facebook（和其他社交网络）上大受欢迎
2. A Review of Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks) [J] . Courtney D. Gibson Journal of Applied Communications . 2013,第1期

机译：社交媒体评论：如何取悦客户，创建不可抗拒的品牌并在Facebook（和其他社交网络）上大受欢迎
3. Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence [J] . Kim Taeyeon, Sung Yongjun, Moon Jang Ho Telematics and Informatics . 2020,第Auga期

机译：品牌拟人素对社交网站粉丝页面消费品牌关系的影响：社会存在的中介作用
4. USES AND GRATIFICATIONS OF BRAND FAN PAGES IN SOCIAL NETWORKS - AN EMPIRICAL STUDY ON FACEBOOK BRAND FAN PAGES OF FOOD AND BEVERAGE BRANDS [C] . Barbara Kleine-KalmerMBarbara.kleine-kalmer@uni-bremen.de, Christoph Burmann AMA Summer Educator s Conference . 2014

机译：社交网络中品牌粉丝页面的用途和满足 - 对食品和饮料品牌Facebook品牌粉丝页面的实证研究
5. Social Media, Entrepreneurs and Accelerators: Examining the Role of Brands and Networks. [D] . Wang, Fang. 2016

机译：社交媒体，企业家和促进者：研究品牌和网络的作用。
6. Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance [O] . Ana Isabel Jiménez-Zarco, Jose Antonio Clemente-Almendros, Inés González-González, 2021

机译：女性微型企业家和社交网络：诊断分析社会媒体营销策略对品牌金融业绩的影响
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

Social Media as part of Online-Marketing-Mix : Webpresence of one premium brand (Rolex) and non-premium brand (Swatch) in the social network Facebook

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